Audience Profile By Segment

Bankrate users research and purchase financial products online.

Whether your products are lending, banking, or insurance focused, you will not find a more targeted and actively transacting audience than at

Lending Products



  Shopped online for mortgage loans 158
  Purchased/transacted mortgage loans online 160
  Shopped online for real estate 251
  Purchased/transacted real estate online 302

Home Equity

  Shopped online for home equity loans 154
  Purchased/transacted home equity loans online 138
  Shopped online for home improvement products 183

Auto Loans

  Shopped online for auto loans 168
  Purchased/transacted auto loan online 192
  Shopped online for a new automobile 204

Debt Management

  Researched debt consolidation online 201
  Shopped online for credit reports 279
  Purchased/transacted credit reports online 210

Banking Products


CDs, Money Markets & Investments

  Shopped online for stocks 203
  Purchased/transacted stocks online 176
  Shopped money market funds online 282
  Purchased/transacted money market funds online 188
  Shopped mutual funds bonds online 277
  Purchased/transacted mutual funds bonds online 220
  Shopped mutual funds stocks online 331
  Purchased/transacted mutual funds stocks online 196
  Monitor investments/stocks online, last 30 days 251

Credit Cards

  Shopped online for credit cards 212
  Purchased/transacted credit cards online 243
  Plan to change credit card vendor, next 6 months 170

Insurance Products


Auto, Home & Life

  Shopped auto insurance online 209
  Purchased/transacted auto insurance online 211
  Shopped home insurance online 244
  Purchased/transacted home insurance online 268
  Shopped life insurance online 216
  Purchased/transacted life insurance online 304

Sources: Adobe SiteCatalyst, 2016 averages, and Nielsen @Plan, Q2 2016.